Virgin Atlantic's hot 25 (Marketing)
Flying in the face of airline industry pessimism Virgin Atlantic unveiled its £6million marketing campaign yesterday. The cash has been injected into the marketing system to mark the onset of the airline's 25th birthday this June. Sat Bal (6 Jan'09)
Virgin's
"still red hot after 25 years" theme pervades its through-the-line
campaign which features a television ad set in 1984. Set to the strains
of Frankie Goes to Hollywood's Relax the
film follows red-clad Virgin Atlantic flight attendants, and pilot,
walking through Heathrow to board the airline’s inaugural flight to New
York.
The
advert reminds viewers of 1980s icons such as the Rubik’s Cube,
brick-sized cellphones, Our Price Records and the Asteroids video game
and, of course, Virgin's arrival on aviation radar.
That
fledgling Virgin Atlantic has now flown over 65 million passengers to
30 global destinations from its main bases at London Heathrow and
London Gatwick.
Six million of these passengers were carried in 2007 alone using a modern, young fleet of Airbus A340 and Boeing 747 aircraft.
Steve Ridgway (left) CEO, Virgin Atlantic said:
“We’re fighting back against the doom and gloom in the airline
industry. While our competitors are feeling down in the dumps, our
passengers want us to celebrate the transformation we’ve brought about
in the industry since our launch in 1984. You can count on Virgin
Atlantic to raise spirits with some of our lowest fares ever and look
into the future with optimism, as we did 25 years ago.”
The
airline will be celebrating its 25 years with a series of special
fares, campaigns and events in the run-up to its birthday.
Click image below to view the ad:
RK
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